Constant Contact

Copyright © 2011 Constant Contact, Inc.

5 Keys to Email Marketing

Email Marketing Is…

� Delivering professionalemail communications

� To an interestedaudience

�� Containing information they find valuable

2Copyright © 2011 Constant Contact, Inc.

� Time… Money… Energy… Effort

� Takes 7 touches, on average, for a sale to occur

� Some buy right away

Acquiring Customers

$

� Others research and try

� Some show interest but don’t trust you

Copyright © 2011 Constant Contact, Inc. 3

1 2 3 4 5 6 7

One-time touch

Unlikely to ReturnInterested (Buy Later)

Not Now (Maybe Later)

No Interest

Immediate Purchaser Immediate Purchase

Communications Impact

Converting Leads to Customers

4

Unlikely to ReturnNo Interest

Capture Interests

& Communicate Regularly

Interested (Buy Later)

Not Now (Maybe Later)

Follow-up Purchases

& introduce to other products/services

Immediate Purchaser

Ongoing Interaction


Keep Customers Coming Back

� The value of a customer

� You’ve already paid for them

� It’s 6-7 times more expensive to gain a customer than to retain a customer 1

� They spend more� They spend more

� Repeat customers spend 67 percent more 2

� They are your referral engine

� After 10 purchases, a customer has already referred up to 7 people 2

5

Sources:

1. Flowtown, 2010

2. Bain and Company


Basics of Email Marketing

� Setting expectations

� How many emails sent

� When are emails sent

� What type of information

� Delivering on promises

� Matching expectations� Matching expectations

� Providing relevant content

� Abiding by CAN SPAM Act

� Gaining permission

� Do they know me?

� Do they care?

� Utilizing professional services


Regular Email vs. Email Service Provider

� Standard email programs(e.g. Outlook, Hotmail)

� Limited # of emails sent at one time

� No formatting control� No formatting control

� List break up more susceptible to filters

� No cohesive branding

� No tracking and reporting of email results


Regular Email vs. Email Service Provider

� Email marketing services automate best practices

� Provide easy-to-use templates

� Reinforce brand identity

� Email addressed to recipient only

� Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribers

� Improve email delivery, track results and obey the law


1Key #

Build Your List

With Permission


Build Your List Where You Connect

1

2 3

4

Incoming or Outgoing Calls

Eventsand Meetings

Place of BusinessGuest Book

5

Online Presence

Email Signature

K Smitheen

10

Customer & Prospect Database

1

57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.

Source: Transact Media Group


Types of Permission

Types of permission

Explicit: Opt in from your website or storefront

■ “Join our mailing list”

■ Single vs. Double Opt-in

Implicit: Requests for information / registration forms, existing customer relationship

Note: Always make sure to ask for permission when collecting information

Copyright © 2011 Constant Contact, Inc

Integrate Email Marketing and

Social Media Marketing

Make a Join My Mailing List available on all social media platforms.

Make social media buttons a consistent part of all emails.


2Key #

Set Your Objectives


Content Has to Meet Your Objectives

� “I want to…”

� Promote

� Motivate purchases

� Increase event attendance

� Inform� Inform

� Inform potential customers

� Differentiate my business

� Relate

� Increase loyalty

� Encourage more referrals


Savings

Content Has to Have Valueto Your Audience

Promotional Email

Discounts, coupons, offers, incentives.

Relational Email

Special privileges, acknowledgement

15

QualityKnowledge

Informative Email

Advice, research, facts, opinions, tips


3Key #

Choose the Appropriate

Format & Frequency


Determine Appropriate Format

� Newsletters

� Frequency: Regular i.e. monthly / weekly

� Lots of educational content (typically non-promotional)

� Use bullets, summarize information, be concise

� Promotions / Invitations / Surveys� Promotions / Invitations / Surveys

� Frequency: Depends on your business and sales cycle

� Focus on promotion / limited content

� Use content to invite click-through or other action

� Announcements

� Frequency: Event-driven

� Press releases, holiday greetings, thank you cards…

� Use content to build deeper relationships


Frequency & Delivery Time

� How often to send� Create a master schedule – be consistent!

� Include frequency in online sign-up “Monthly Newsletter”

� Keep content concise and relevant to planned frequency

� Invest time to repurpose content on social channels

� When to send� When to send� When is your audience most likely to read it?

� Day of week (Tuesday & Wednesday)

� Time of day (10am to 3pm)

� Test for timing

� Divide your list into equal parts

� Send at different times and compare results

� Re-stimulate social conversations: repost, retweet

18

Get the maximumImpact with

Minimum intrusion.


Use NutshellMail to Engage,on Your Time

Track your Page Insights

Sign up for a Free

NutshellMail Account.

www.nutshellmail.com

Reply from your Inbox

19

Read Fan comments

www.nutshellmail.com


4Key #

Get Your Emails Opened


Matt Long

[email protected]

Joe Hahn

Getting Email Opened

� The “From” line – Do I know you?

� Use a name your audience recognizes

� Include your organization name or brand

Joe Hahn

Nancy Feldman

� Refer to your business in the same way your audience does

� Be consistent

21

60% of consumers say the "from" line most often determines whether they open an email or delete it.

Source: DoubleClick


Matt Long

[email protected]

Create a Great Subject Line

� The “Subject” line – do I care?

� Keep it short and simple

� 30-40 characters including spaces (5-8 words)

� Incorporate the immediate benefit

of opening the email [email protected]

Joe Hahn

Nancy Feldman

of opening the email

� Capitalize and punctuate carefully

� Avoid copying the techniquesinherent in spam emails

22

30% of consumers say the“subject" line most often determines whether they open an email or delete it.

Source: DoubleClick

Emails with shorter subject lines significantly outperformed emails with longer subject lines.

- MailerMailer


Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.

-Worldata, 2011

Avoiding “Spam-speak”

The words: free, guarantee, spam, credit card etc.

ALL CAPITAL LETTERS

Excessive punctuation !!!, ???

Excessive use of “click here”

$$, and other symbols

No “From:” address

SPAMMisleading subject lines

23

Example: Typical spam “From” and “Subject” lines


5Key #

Create Compelling Content


Coming Up With Valuable

Email and Social Content

� Share your expertise

� Use facts & testimonials

� Give guidance & directions

� Offer discounts & coupons

� Exclusivity & VIP status

� Hold contests & giveaways*

� Acknowledge your audience

25

* Check applicable regulations before deciding to hold a contest or giveaway


Calling Your Audience to Action

� Calls to Action include…

� Links to click on

� Information to print out

� Phone numbers to call

� Instructions for reading the email� Instructions for reading the email

� Instructions for saving the email

� Describe the immediate benefits…

� What’s in it for your audience?

� Why should they do it now?


Extend the Reach of Your Email

� Make your content shareable

� Encourage readers to Like and Share your Email across their social networks

� Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content

� Use a sharebar to collect contacts wherever your email is shared


6BONUS - Key #

Track Your Results


Analyze “Open” Rates

Use open tracking to spot trends

� Open rates trending down

� Fewer subscribers are enabling images

� Fewer subscribers are clicking links

� Steady open rates� Steady open rates

� Assume email is being received

� Check your ESP’s average delivery rate


Reporting Page

Capitalize on Click-Throughs

Use click tracking to determine:

� Audience interests

� Clicks tell you what topics were interesting

� Save clickers in an interest list for targeted follow up

� Goal achievement� Goal achievement

� Use links to drive traffic toward conversion

� Compare clicks to conversions and improve


Reporting Page

Encourage and Reward Email

Forwards and Online Reviews

Forwards� Use your forward report to:

� Thank people who forward your emails

� Learn about the value of your email content

� Encourage online reviews


� Encourage online reviews by those who forward your emails

� Help your most passionate customers spread the word

� Ask them to forward your email and write online reviews

Measure Increases in Overall

Reach


Social Stats shows “Shares” and “Likes” for Shared Email Campaigns

Take the Next Step

Sign up for a free Email Marketing trial.Satisfaction guaranteed.

Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!

Email + Social =

Success, Guaranteed.

front of your email subscribers and social networks. Watch your business grow!

Sign up today! Fill out a cardor

Call toll-free: 866-876-8464

Attend a Free Webinar!Learn more about how email and social media marketing can help your business optimize its marketing efforts.

constantcontact.com/learning-center

Get a Social Media Quickstart!Get started building connections through social media marketing, today!

socialquickstarter.com


Thank You & Questions

Steve RobinsonSenior Regional Development Director | Illinois

[email protected]

Search for Steve Robinson Constant Contact

@ctctillinois


Search for Steve Robinson

www.constantcontact.com/illinois

Upcoming Seminars

Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow

Customer Spotlight: Basket Thyme

List Size: 5,179

Open Rate: 33.9%

Location: Highland Park, IL

Customer Since: April, 2006

Website: www.basketthyme.com

� Sends frequent promotion campaigns as well as � Sends frequent promotion campaigns as well as announcements, event invitations and holiday greetings.

� Uses reports to analyze success of campaigns.

� Professional look of templates helped establish business presence and credibility.

� Sees immediate increase in business after sending a campaign — sometimes by as much as 20%.

“Because I’ve gotten in front of my customers, they remember me for their special occasions.”

Sue Monhait, owner


Customer Spotlight: Chicago a cappella

� List Size: 3,267

� Open Rate: 29.40%

� Location: Chicago, IL

� Customer Since: April, 2004

� Website: www.chicagoacappella.org

� Sends out monthly newsletter with concert updates, behind-the-scenes info, and event notices.notices.

� Able to reach broader audience for less money.

� Appreciates CTCT customer support responsiveness and Hints & Tips email marketing best practices newsletter

� Enthusiastic response to special offer expanded audience.

“Like most organizations we couldn’t survive

without effective email communications.“Matt Greenberg, executive director


Customer Spotlight: Wesley Foundation

List Size: 291

Open Rate: 49%

Location: Urbana, IL

Customer Since: August 2006

Website: www.wesleyui.org

� Announces new projects and services � Announces new projects and services

� Provides links to register for events

� Links to areas of interest on website

“With our pre-established email list there was no

database work that needed to be done and we

knew we wouldn't miss any of the daily

devotions. It is so nice letting our congregants

decide what they do and do not want to receive.”

Robert Kirby,

Wesley Foundation

Customer Spotlight: Big Jones

List Size: 3237

Open Rate: 32.1%

Location: Chicago, IL & Suburbs

Customer Since: 2008

� Includes a mix of content in each email

� Closely monitors opens for each email and

compares to previous emails so they can

determine how to keep emails interesting


determine how to keep emails interesting

� All of our Constant Contact emails have links

to our Twitter, Facebook, and blog channels

“The best way we know that our emails are

effective is when customers talk to us in

person and tell us that they are dining with

us because of a special that we mentioned

in a recent email!”

Mark Armantrout

Big Jones Restaurants

Customer Spotlight: Anchor Advisors

List Size: 713

Open Rate: 32.3%

Location: Chicago, IL


� Content is hard, and good content is really hard. The key to having high quality, consistent content is to get help

� Being concise is critical. We post just a


� Being concise is critical. We post just a paragraph in the newsletter, then let them click through to the website to see the rest

� My newsletter article is always content that I'm also sharing in those other channels

“The newsletter helps to keep us top of mind and to demonstrate expertise so that we can SHOW and not just tell people about what we do.”

Brad Farris

Anchor Advisors

Customer Spotlight: Friends of the Parks

List Size: 713

Open Rate: 32.3%

Location: Chicago, IL


� Friends of the Parks is a nonprofit park advocacy group dedicated to preserving, protecting, and improving Chicago’s parks and forest preserves for all citizens.

� Using email tools to organize numerous volunteer work days, including many around Earth Day – tree plantings,


days, including many around Earth Day – tree plantings, clean-up days, etc.

� When using Outlook to manage email lists and send basic text “newsletters” to members and volunteers she knew that she needed a better solution. After switching to Constant Contact, what used to take her 30 minutes to send, now takes her seconds.

“We switched to the smaller mailing, and are letting our email and event marketing tools do the heavy lifting at a fraction of the cost. We are saving a lot of money by using email.”

Amy Donatell

Friends of the Parks

Documents

Constant Contact